Gen Z is redefining travel, bringing fresh expectations and digital behaviours that brands and PR professionals must adapt to. As the most socially conscious generation, their travel decisions are heavily influenced by social media, peer recommendations, and ethical considerations. 

Here’s what you need to know about how Gen Z is shaking up the travel industry—and how your PR strategy can evolve to keep pace. 

1. Social Media is the New Travel Agent

Gen Z turns to TikTok, Instagram, and YouTube before booking trips, often skipping traditional travel agencies. Over half (55%) of Gen Z relies on social media platforms to plan their trips, reflecting their trust in peer reviews and influencer recommendations (source). Viral destinations, influencer recommendations, and user-generated content (UGC) hold more sway than conventional ads. 

What PR Can Do: 

• Leverage influencers and micro-creators to showcase authentic experiences. 

• Encourage UGC campaigns where travelers share their experiences using branded hashtags. 

• Optimize travel content for TikTok SEO, where hashtags like #TravelTok and #HiddenGems drive discovery. 

If you’re working with a social media agency, ensure they’re building strategies around platform trends, not just reposting content. 

2. Event-Based Travel: The New “Must-Do” Experience

Gen Z travelers are increasingly booking trips around major events—from Coachella and the Olympics to Taylor Swift concerts and Formula 1 (source). Whether it’s a sports championship, a cultural festival, or a global music tour, event-based travel is becoming a bucket-list priority. 

How PR Can Adapt: 

• Tie travel experiences to major events: Position hotels, airlines, and tourism boards as the go-to partners for event travellers. 

• Create “Before & After” event itineraries: Suggest pre-event city exploration and post-event wellness retreats to extend Gen Z travel stays. 

This is where a PR agency can shine—creating buzz, building partnerships, and positioning your brand at the center of the action. 

3. Sustainability is Non-Negotiable

Gen Z is eco-conscious and actively avoids brands that don’t align with their values. 91 per cent of these travelers reported that sustainability was important when traveling (source).They demand sustainable accommodations, ethical tourism practices, and transparency in travel marketing. Greenwashing doesn’t work—they want proof. 

What PR Can Do: 

• Focus on genuine sustainability efforts (e.g., carbon offset programs, eco-friendly hotel operations). 

• Use data-driven storytelling to highlight a travel destination’s real impact on sustainability. 

• Avoid generic “eco-friendly” claims—be specific and transparent about green initiatives. 

In conclusion 

Gen Z isn’t just changing how we travel—they’re reshaping how the travel industry communicates. They expect authenticity, seek out experiences, and demand accountability. To reach them, your PR strategy has to reflect their world. 

That means embracing authentic digital storytelling, aligning with their values, and creating campaigns that feel like conversations—not promotions. Whether you’re working with a Canadian PR agency or a global digital PR agency, the future of travel marketing lies in truly understanding this generation. 

And the good news? For brands that get it right, Gen Z won’t just book a trip—they’ll tell the world about it.